What App Metadata Can Be Updated for ASO Purposes

December 5th, 2025

by David Bell

CEO at Gummicube, Inc.

App Store Optimization (ASO) is an ongoing strategy that requires routine refinement of the app store elements that influence search visibility and conversion rates. App metadata (your title, subtitle, and description) forms the foundation of how both users and App Store algorithms understand your product. When optimized effectively, these fields can significantly improve your discoverability, boost conversion rates, and enhance user trust from the moment they encounter your listing.

While many developers think of app metadata as a set-it-and-forget-it component of their listing, the reality is that these fields should be treated as dynamic. Search trends change, competition shifts, seasonality creates new opportunities, and user expectations evolve. Keeping metadata updated and strategically optimized is essential for maintaining long-term visibility in an increasingly competitive marketplace.

This week’s ASO Tips and Tricks will break down which app metadata elements you can update for ASO purposes, why they matter, and how to use keyword insights and A/B testing strategies to try and enhance both discoverability and conversion rates.

APP TITLES AND SUBTITLES

Your app title and subtitle are two of the most influential metadata fields available to you on the iOS App Store. Each is limited to 30 characters, making every word (and every character) count. Because these fields factor directly into keyword indexation, they represent your most valuable real estate for keyword targeting.

Why App Titles and Subtitles Matter

Titles and subtitles act as both branding and search assets. Apple’s algorithm scans these fields to determine relevancy for search queries. Strong, high-volume keywords placed in these fields can dramatically increase the number of search results your app appears in—helping you reach users who are searching for relevant features, functions, or categories.

These fields also serve as the first impression for users. They must clearly and concisely communicate your app’s core value, while still incorporating strategic keywords. When executed well, they elevate both visibility and conversion potential.

Using High-Volume, Relevant App Keywords

The key to successful keyword optimization in titles and subtitles lies in choosing the right keywords. ASO tools like DATACUBE allows developers and marketers to identify high-volume, relevant search terms that align with the app’s functionality and audience intent. This data-driven approach ensures that the keywords incorporated into metadata reflect actual user behavior, not guesswork.

When adding keywords, relevance must remain the priority. If keywords do not accurately reflect your app’s features, new users may tap into your listing only to discover that the app does not match their expectations, which could lead to rapid drop-off and potential negative signaling to the App Store algorithm.

App Title and Subtitle Character Limit Considerations

With only 30 characters available for each field, keyword selection becomes a strategic exercise. Every term must justify its placement. Titles often benefit from featuring the primary brand plus one core keyword, while subtitles typically host secondary high-volume terms or value-driven messaging.

For example:

App Title Focus: Brand + primary keyword
App Subtitle Focus: Feature-based keywords + value proposition

This structured approach helps maximize indexation without sacrificing clarity.

MOBILE APP A/B TESTING TITLES AND SUBTITLES

Although Apple does not offer native A/B testing for metadata (unlike Google Play’s store listing experiments), marketers can still run iterative tests through strategic release cycles. By updating subtitles or variations of metadata across versions, developers can observe how changes influence conversion rates and overall store performance.

By monitoring keyword rankings and identifying new high-volume keywords after each metadata update, developers can infer which keywords or messaging resonates most effectively with their audience.

Why A/B Testing Matters

The competitive landscape of the App Store is constantly evolving. Titles and subtitles that worked a year ago—or even a quarter ago—may no longer perform optimally. Testing empowers teams to:

Identify which app keywords offer the strongest growth opportunities
Evaluate the impact of new messaging or seasonal positioning
Prevent stagnation in ranking performance
Adapt to shifting user expectations

App metadata testing, when done consistently, becomes one of the most reliable ways to improve visibility and conversion over time.

BEST PRACTICES FOR APP KEYWORD OPTIMIZATION

Successful metadata optimization goes far beyond adding random keywords to a title or subtitle. Modern ASO requires a balance of user experience, data insights, and algorithmic alignment.

Use ASO Tools to Identify High-Value Opportunities

ASO tools like DATACUBE provide developers with high-volume keyword data, competitor insights, seasonality trends, and relevancy metrics. Instead of relying on instinct, teams can use concrete data to determine which keywords are most likely to produce meaningful uplift.

Avoid App Keyword Stuffing

Overloading your title and subtitle with disjointed keywords can harm readability and reduce user trust. Apple may also perceive keyword stuffing negatively, potentially limiting your indexation opportunities. Your metadata must feel natural, benefit the user, and reflect genuine value.

Consider App Localization

If your app is available in multiple regions, localized metadata is essential. Each market has unique search behaviors, linguistic nuances, and cultural expectations. Translating your title, subtitle, and description into the local language—and optimizing with region-specific keywords—can significantly expand your global footprint.

Localization also extends beyond simple translation. Cultural relevance matters. The keywords that convert in the U.S. may differ from those that perform in Germany, Japan, or Brazil. Approaching localization with intention and regional keyword research ensures stronger performance worldwide.

Keep App Seasonality in Mind

Many apps benefit from adjusting their metadata to align with seasonal behaviors, such as shopping holidays, travel periods, fitness peaks, educational cycles, or even trending cultural moments. Apps that adapt to seasonality often experience significant increases in both impressions and installs, as they meet users at moments of heightened intent.

APP DESCRIPTIONS

Your app description may not directly influence organic search rankings on the iOS App Store, but it plays a significant role in conversion. Users rely on the description to determine whether your app solves their problem, fits their lifestyle, or provides the features they’re looking for.

A clear, engaging, and value-focused description can dramatically improve your conversion rate.

What Makes a Strong App Description

A well-optimized app description should:

Communicate the app’s core functions and value proposition
Highlight the features users care most about
Use keywords naturally
Maintain clarity and readability
Guide users toward an informed install decision

Concise, benefit-driven copy tends to perform best. Users skim—so your messaging needs to be compelling from the very first sentence.

Regular Optimization

Descriptions should also be updated periodically to reflect:

New features
Improved functionality
Seasonal messaging opportunities
Shifts in user behavior
Updated competitive landscapes

While descriptions do not directly contribute to search rankings in iOS, they do influence the likelihood of an install. This makes them a vital part of a complete ASO strategy.

FINAL THOUGHTS

Optimizing metadata is one of the most high-impact actions developers can take to strengthen their App Store presence. Your title, subtitle, and description each play unique roles in discoverability and conversion, and they work together to communicate value to both users and algorithms.

By leveraging tools like DATACUBE, selecting relevant high-volume keywords, avoiding keyword stuffing, strategically localizing, and updating for seasonality, your metadata becomes a powerful engine for sustained growth. Iterative testing provides ongoing insights that keep your listing competitive and aligned with user expectations.

Consistent optimization is not optional in today’s App Store ecosystem—it is essential for long-term success.

LET’S CHAT!

If you’re ready to refine your metadata strategy, evaluate new keyword opportunities, or enhance your overall ASO performance, our team is here to help. Our ASO services provide the expertise, tools, and insights necessary to enhance your app’s visibility and unlock opportunities for meaningful growth.

Let’s connect and explore how effective metadata optimization can unlock your next phase of success on the App Store.

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